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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/72587

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題名:	Ambivalent Versus Univalent Voters: Perceived Media Influences and Third-Person Perceptions
作者:	張卿卿;魏然;羅文輝 Chang, Ching-Ching;Ran, Wei;Lo, Ven-Hwei
貢獻者:	廣告系
日期:	2014
上傳時間:	2015-01-05 11:36:50 (UTC+8)
摘要:	By differentiating “ambivalent” from “univalent” voters, this study argues that ambivalent voters need information to reach a decision, which implies they are more open to persuasion through media coverage than are univalent voters. In turn, they may infer that election coverage exerts a greater influence on them, resulting in smaller self–other perceptual discrepancies in terms of their coverage susceptibility. Conversely, univalent voters have made their voting choices early during the campaign; for them, only when the intended influence seems desirable does the perceived influence of campaign news on them increase, leading to a smaller self–other perceptual gap. In other words, ambivalent voters engage in motivated inferences to reduce their ambivalence-aroused discomfort, whereas univalent voters engage in motivated inferences to avoid dissonance. The results of a survey conducted during the official campaign for the 2012 Taiwanese presidential election support these predictions, demonstrating the utility of categorizing voters as ambivalent or univalent when examining the perceived effects of election campaign news.
關聯:	Media Psychology,17(4), 420-450
資料類型:	article
DOI 連結:	http://dx.doi.org/10.1080/15213269.2014.924420
DOI:	10.1080/15213269.2014.924420
顯示於類別:	[廣告學系] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
420-450.pdf		325Kb	Adobe PDF2	1395	檢視/開啟

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